For the first time, Reform’s annual gathering had the same slick, corporate-style trappings as the established parties: an exhibition hall where companies and charities could pay to put up stands, and a full programme of fringe events.
But it was a bit ragged at the edges: a bus company which had planned to park one vehicle in the conference hall as a promotional gambit was asked to bring five, apparently to make the space look less empty.
Reform UK’s Nigel Farage jokes with delegates towards the end of day one of the Reform UK party conference (Photo: by Leon Neal/Getty)Maga culture was on full display in places with activists wearing “Make England Great Again” baseball caps and one older attendee proudly sporting a “God, Guns and Trump” cap.
A “Reform FC” stall displayed 11 different football shirts, all in Reform’s teal colours each with the name of a senior party figure on the back. But the only one that supporters could actually purchase was the Farage edition – £40, or £100 with a personalised autograph from the man himself. The leader was also scheduled to make no fewer than three appearances on the main stage.
Britain’s Reform UK party leader Nigel Farage holds a football shirt with his surname during the Reform UK party conference, in Birmingham (Photo: Isabel Infantes/Reuters)A Reform UK member shows his hat signed by Farage (Photo: Thomas Krych/AP)In his conference speeches and media interviews, Farage did his best to emphasise that he is deploying the talents of other colleagues, announcing that Zia Yusuf will become head of party policy and Lee Anderson is now spokesman on welfare.
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One more factor connected the Reform conference with the distinctive style of the US President – an embrace of camp. On Friday night, activists partied to the live music of The Jacksons – the legendary group of brothers now reduced from their original line-up of five to just two, Jackie and Marlon.
“You know me, I am a bit out there,” she told The i Paper, sporting bright turquoise eyeliner.
People cosplaying as Japanese anime characters at a rival convention in the same complex added to the slightly surreal quality of the event. Reform has hit the big time, but it is still not playing by the same rules as other parties.
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